Get Back In The Box: Innovation From The Inside Out: How Being Great At What You Do Is Great For Business

A leading social commentator and consultant shows how a renewed emphasis on skill, mastery, and fun will lead us all to a new renaissance at work.

Although for years experts have been exhorting the value of "thinking outside the box," Douglas Rushkoff argues that it is distracting too many businesses from what they do best. Having for too long replaced innovation with acquisitions and ad campaigns, many businesses have lost touch with the process-and fun-of discovery. Indeed, for all their talk about innovation, most companies today are still scared to death of it. By returning to their core competencies, companies can offer their employees and customers alike the "social currency" they need to create value, meaning, and fun for one another. With intriguing examples-from the dumbwaiter and open source to Volkswagen and the Gap-Rushkoff shows how we can make business more meaningful and profitable by "getting back in the box."